Flooring market sales fell from 2006-10 as the collapse of the housing market and wider recession drove down demand. Consumers have held off on floor replacements, set aside major renovations and traded down to less expensive products. The result is an extremely competitive landscape that nonetheless has the potential for significant growth when pent-up demand is released in the future. This report examines overall market size and segment trends to analyze which types of flooring have best weathered the recession and offer the best prospects for growth in 2010 and beyond. It examines major suppliers, retail trends and innovations in carpet, hardwood, laminate, ceramic tile, stone and vinyl. It also probes the branding and advertising strategies of major players in the market. It looks at a variety of market drivers, including the impact of green building codes, new legislation and eco-friendly products.

Consumer data are analyzed by key demographic groups as well as custom groups, probing questions such as:

What have been the trends in purchasing over the past decade and especially over the past two years? Which types of flooring have been most recently purchased and by which groups?

Where are consumers installing new flooring?

What motivates purchase of new flooring: replacement, home renovation, moving or interest in new flooring products and “greener” flooring options?

What are the top considerations of different consumers when seeking new flooring: price, durability, style, color, brand, eco-friendly materials or other features?

Which retail channels do diverse consumer groups use to purchase new flooring? Where do they get information prior to purchase? What attention do they give to websites, magazine ads, TV ads or in-store information?

What are consumer attitudes towards “green” products? How do they view the available selection of products such as carpet and hardwood? How do these attitudes in turn shape purchasing behavior?

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Table of contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Advertising videos

Abbreviations and terms

Executive Summary

2010 a year of stabilization; slow growth likely in the near future

Market fell as housing market crumbled and consumers held back on purchases

Labor cost shapes demand within segments

Residential flooring accounts for two thirds of market; low-end vinyl outperforms other types in the recession